Keep It Simple-Really Simple

"We all know that any joke you have to explain was probably not worth telling. It's the same thing when it comes to creating a great brand or new product. Of course, there are plenty of consultants and marketing types out there who will say that within any concept statement there is an imperative to have a key insight, a core consumer benefit, and a compelling reason to believe, and have it all neatly explained for the consumer. But if you've got to do that much explaining to tell your consumer why they want what you're offering, then you're probably in serious trouble."

Lynn Altman believes that branding should be an energizing, exciting process and yet too many companies turn it into a complicated grind, burying their common sense about how to connect with their customers. Brand It Yourself is about getting a handle on your brand fast.

Altman and her partner have developed the Brandmaker Express process for positioning any brand quickly, simply, and powerfully. She uses it to help her clients tap into their own creativity and overcome the paralysis that often afflicts marketing departments.

Through real branding case studies Altman shares her experiences helping top global companies get out of their own way and develop powerful new products, services, and brand campaigns. You'll learn how:
* Dairy Queen used hypotheses, props, and visualization to spark ideas for a new generation of treats
* BriteSmile crafted the perfect headline to make their tooth whitening products shine above the rest
* Time Inc. found new ways to inspire their already creative staff to become stronger innovators

Winning the hearts and minds of consumers is not as daunting as you might think. Whether you're a team of one or part of a corporate behemoth the powerful techniques in Brand It Yourself can help you develop better branding ideas with less stress and wasted time.

Lynn Altman, cofounder of brand consulting firm Viverito & Altman Inc., presents Brand It Yourself: The Fast, Focused Way to Marketplace Magic, a guide to transforming branding into an energizing, exciting process that captivates consumer imaginations. Teaching the "Brandmaker Express" process as a means for revitalizing and overcoming paralysis in marketing departments, Brand It Yourself covers not only being sufficiently bold to take the market by storm, but also how to avoid common advertising quagmires such as puns, negatives, ads that focus too much on problem areas, wearing one's price tag on one's sleeve, the dangers of branding, and the savvy consumer's modern distrust of "doctor" and expert recommendations for products. "In fact, while this book is not the number-one Doctor Recommended Book on Branding, it is a book endorsed by the Branding Professionals of America (BPA), the New Product Marketing Alliance (NPMA), and the Fast Branders of America (FBA). Well, it would be if any of them really existed." Salacious humor, straight-to-the-point advice, tips, tricks, techniques, and much more backed by a lifetime of experience in the field make Brand It Yourself a "must-read" for anyone responsible for business marketing and advertising.

This book is great. It really breaks down every aspect of the branding process, step by step, and I found the specific examples and exercises really helpful. It helps to clarify the "don'ts" of branding as well, which are just as important as the "do's". This book is an easy read and I like the tone. You can tell the author has a sense of humor.

Helped me to refocus, be more organized and get motivated.

I would definitely recommend to colleagues, both in design and marketing. I could also see this being really useful for anyone starting a new business.

This book is fast-paced and easy reading with lots of good ideas on how to create a unique identity for your business so you will stand out among your competitors. I was especially impressed with some of the methods you can use to help you focus in on what you want your customers to know about your business.